Oh the Olsens

After a short hiatus from the massive Middle America market, the Olsen twins return with their line for JC Penney, fittingly (or not) called Olsenboye. If you check out the site for the new clothing line, the twins are noticeably absent from much of the promo. In fact, I wasn't sure they were even associated with the brand until I saw a post on teen vogue's website about their new launch. It seems as though they may be avoiding a repeat of their faces plastered on every product per the Wal-Mart days.

Check out her shirt (on right)! What a hipster, even back in the day...

And maybe this is a smart move. What with their sort-of-high-end Elizabeth & James, and even higher-end The Row, it looks like the twins are carefully choosing their associations to maintain their image in the fashion world. Are Mary Kate & Ashley trying to wear too many hats or putting their hands in all the cookie jars, or however the saying goes? Possibly, but if anyone is to pull off the high and low saturation of the fashion world, they may be the ones to do it.